In a happy coincidence, given this week's Bad Brand Names theme, my just-published Visual Thesaurus column is about ten words to avoid in your company or product name. Why avoid them? I quote myself: "Because they're nomenclature clichés, leached of meaning by rampant overuse."
The column is behind a paywall (so subscribe, already!), but I'm feeling generous. Here are two of the ten no-no's:
Share: Share is to the interactive Web 2.0 what cast was to the original Web's one-way channel. We're all exchanging information now, so how better to express the concept? Plenty of ways, actually. But lazy naming practices have given rise to the lion's share of names like SlideShare, BubbleShare, ConceptShare, ShareMeme, ShareNow, ShareThis... and, not surprisingly, many LionShare companies and products. As we learned in kindergarten, to share is good. But too much share is bad.
Apologies in advance to my associates whose business names include the Ten Banned Words. Next time, call me! I'll give you the friends-and-family rate.